reception theory- Exam Question
Sample AQA question for new specification:
According to reception theory, ‘the media attempts to transmit specific messages to audiences, but audiences are free to interpret these messages in a variety of ways – or even reject them’.
How valid are reception theory’s claims about audience responses? [25 marks]
Reception theory's claims are very valid in that the media does attempt to transmit specific messages to audiences, but the audience are free to interpret these messages in a variety of ways or even reject them.All media is thought to be polysemic which means it can be interpreted in different ways.Stuart Hall suggested that there are three main ways in which the media could be interpreted.
The first way is dominant, preferred or hegemonic reading. In this reading the audience interprets the piece of media in the way in which the producer intended. The second way is negotiated reading which is the middle reading of both the producers views and the audiences views.The third way is oppositional or counter hegemonic reading which is an opposite reading of the producers intention. These three reading help determine what can make a good advertisement because usually advertisers want their target audiences to quickly pick up the key messages of what they are promoting.
In conclusion reception theory’s claims are valid as the media always want to get their point across but yet they want to get their audience to think about their messages and interpret them so they can share there opinions and therefore promote their adverts.
RECPETION THEORY APPLIED
In this specific advertisement by rebook featuring the famous rapper 50 cent the hegemonic reading is not very clear as there is no actual product actually being promoted but instead their ,what seems to be , their slogan and a quote with a bold image of 50 cent.So by reading the quote and slogon Reebok may be trying to say that their product can get you to do big things in the future. On the other hand the counter hegemonic reading could be that only do good in life because even if you do bad in your life,like 50 cent did, you can still make it right, which 50 cent did . Finally the negotiated reading could possibly be that you as an individual needs to be able to do what you have to do for yourself in order to succeed in life because you wont in any other way.
the hegemonic reading of this Nike ad is that Nike wants its target audience which is most likely a younger audience to work hard and go for want they want to be can clearly be seen by the bold black writing which clearly makes a strong statement to the public. However the counter hegemonic reading behind this ad could be seen quite negatively as Nike could be saying to its public that they need to stop doing nothing and actually do something with themselves as life isn’t going to wait for them as suggested by the clouds in the background.Lastly the negotiated reading could just be Nike trying to inspire the younger generation to do something with their lives
I do think that both these ads let the audiences interpret their views because they don’t have any actual clear messages which means is ambiguous to what they want to promote.This is because for both ads they don’t show any actual product which lets the audiences mind roam wherever and however they want to .on the other hand the writing both the ads have sort of restrict the audience into thinking what they want to think because they both are along the lines of “do your best to make something of yourself tomorrow”
According to reception theory, ‘the media attempts to transmit specific messages to audiences, but audiences are free to interpret these messages in a variety of ways – or even reject them’.
How valid are reception theory’s claims about audience responses? [25 marks]
Reception theory's claims are very valid in that the media does attempt to transmit specific messages to audiences, but the audience are free to interpret these messages in a variety of ways or even reject them.All media is thought to be polysemic which means it can be interpreted in different ways.Stuart Hall suggested that there are three main ways in which the media could be interpreted.
The first way is dominant, preferred or hegemonic reading. In this reading the audience interprets the piece of media in the way in which the producer intended. The second way is negotiated reading which is the middle reading of both the producers views and the audiences views.The third way is oppositional or counter hegemonic reading which is an opposite reading of the producers intention. These three reading help determine what can make a good advertisement because usually advertisers want their target audiences to quickly pick up the key messages of what they are promoting.
In conclusion reception theory’s claims are valid as the media always want to get their point across but yet they want to get their audience to think about their messages and interpret them so they can share there opinions and therefore promote their adverts.
RECPETION THEORY APPLIED
In this specific advertisement by rebook featuring the famous rapper 50 cent the hegemonic reading is not very clear as there is no actual product actually being promoted but instead their ,what seems to be , their slogan and a quote with a bold image of 50 cent.So by reading the quote and slogon Reebok may be trying to say that their product can get you to do big things in the future. On the other hand the counter hegemonic reading could be that only do good in life because even if you do bad in your life,like 50 cent did, you can still make it right, which 50 cent did . Finally the negotiated reading could possibly be that you as an individual needs to be able to do what you have to do for yourself in order to succeed in life because you wont in any other way.the hegemonic reading of this Nike ad is that Nike wants its target audience which is most likely a younger audience to work hard and go for want they want to be can clearly be seen by the bold black writing which clearly makes a strong statement to the public. However the counter hegemonic reading behind this ad could be seen quite negatively as Nike could be saying to its public that they need to stop doing nothing and actually do something with themselves as life isn’t going to wait for them as suggested by the clouds in the background.Lastly the negotiated reading could just be Nike trying to inspire the younger generation to do something with their lives
I do think that both these ads let the audiences interpret their views because they don’t have any actual clear messages which means is ambiguous to what they want to promote.This is because for both ads they don’t show any actual product which lets the audiences mind roam wherever and however they want to .on the other hand the writing both the ads have sort of restrict the audience into thinking what they want to think because they both are along the lines of “do your best to make something of yourself tomorrow”
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